For Business Process Professionals

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	July 7, 2008 (updated July 23, 2008) Retail Multichannel IT Road Map How Can Retail IT Support Multichannel Trading Without Ripping And Replacing Everything? by George Lawrie with Sharyn Leaver, Varun Sedov

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Executive Summary

While many retailers still trade via isolated channels, sometimes even referring to the online channel as "store 999," consumers demand a complete shopping experience across channels that includes interactions such as researching or reserving merchandise online and picking it up in the store. To create a superior cross-channel experience for consumers, retail business process and applications professionals must overcome the roadblock legacy of conflicting use cases and channel-specific metrics, inconsistent inventory and merchandise master data, and channel-specific customer and order data. To avoid the cost and risk of wholesale applications replacement, savvy retailers must develop a road map of incremental IT investments that links each investment to the firm's strategic objectives and the quantitative business case for individual cross-channel interactions.

TABLE OF CONTENTS

• Surprise! Consumers Expect A Consistent Cross-Channel Experience
• The State Of IT Support For Multichannel Retailing: Gaps Galore
• Use Both Tools And Processes To Master Cross-Channel Interactions
• Create A Cross-Channel Road Map

RECOMMENDATIONS

• Sequence Cross-Channel Interactions Using A Risk/Reward Ratio
• Supplemental Material
• Related Research Documents

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